HillmanTok

Retention Marketing 101 – Course Syllabus

Duration: 4 Weeks
Schedule: Tuesdays (Lecture) & Thursdays (Design With Me)

Week 1: 
Class 1 - What is Retention Marketing (Lecture) 
Class 2 - Welcome Email Design (2 Designs) 
Week 2: 
Class 3 - What is Abandon Cart Email (Lecture) 
Class 4 - Abandon Cart Email Design (2 Designs) 
Week 3: 
Class 5 - Order Confirmation Design (Lecture) 
Class 6 - Order Confirmation Design (2 Design 
Week 4: 
Class 7 - Promotional Email (Lecture) 
Class 8 - Promotional Email Design (2 Designs) 

Week 1: Introduction to Retention Marketing & Welcome Emails

Class 1 – What is Retention Marketing? (Tuesday – Lecture)

  • Understanding retention marketing and customer engagement
  • The cost of acquiring vs. retaining customers
  • Key retention strategies and email marketing fundamentals

Class 2 – Welcome Email Design (Thursday – Design With Me)

  • Purpose and key elements of a welcome email
  • Structuring and designing an effective welcome email
  • Hands-on: Create two welcome email designs in Canva

Assignment: Finalize welcome email design

Worksheet: Download HERE

Week 2: Abandoned Cart Emails – Recovering Lost Sales

Class 3 – What is an Abandoned Cart Email? (Tuesday – Lecture)

  • Why customers abandon carts and how to re-engage them
  • Essential components of an effective abandoned cart email
  • Best practices for messaging and timing

Class 4 – Abandoned Cart Email Design (Thursday – Design With Me)

  • Structuring abandoned cart emails for maximum impact
  • Hands-on: Create two abandoned cart email designs in Canva

Assignment: Finalize abandoned cart email design

Week 3: Order Confirmation Emails – Enhancing Customer Experience

Class 5 – What is an Order Confirmation Email? (Tuesday – Lecture)

  • Importance of transactional emails in customer retention
  • Must-have elements in an order confirmation email
  • Opportunities for engagement and upselling

Class 6 – Order Confirmation Email Design (Thursday – Design With Me)

  • Structuring and designing effective order confirmation emails
  • Hands-on: Create two order confirmation email designs in Canva

Assignment: Finalize order confirmation email design

Week 4: Promotional Emails – Driving Sales and Engagement

Class 7 – What is a Promotional Email? (Tuesday – Lecture)

  • Types of promotional emails and their purposes
  • Strategies for creating urgency and engagement
  • Crafting compelling subject lines and calls to action

Class 8 – Promotional Email Design (Thursday – Design With Me)

  • Best practices for promotional email layout and messaging
  • Hands-on: Create two promotional email designs in Canva
  • Course wrap-up and review

Final Project: Submit all four email designs (welcome, abandoned cart, order confirmation, and promotional) for review and feedback.